Borkowski, one of the UK’s best-known PR professionals, severed ties with his eponymous agency, now rebranded as Beige, in April. He has now revealed five colleagues who will work for his new consultancy, Borkowski.do.

Durden, who formerly worked at ad agencies Miles Calcraft Briginshaw Duffy and PHD, appeared as a housemate in 'Big Brother 8'.

Borkowski said: "It's a hybrid agency. I don't want to be described as social media, advertising or PR. There's another way of doing it.

"We have to have collaborative partners from other disciplines to talk to brands about shaping content. There is not enough res-pect for PR to wholly do that."

Durden said: "I've been talking to Mark about various ideas for the last year and I just wanted to collaborate with him.

"I need to work with people like Mark to make things happen, to make ideas move. He is very open-minded and brings a different skillset to my own.

"I bring 37 years of experience, and obviously none of it counts. My particular skills are in the branding arena, the planning and strategic side and also content. Mark's inspirational and I look forward to our partnership."